If you’re one of the thousands of families flying back into Abu Dhabi this week with sunburnt shoulders, half-empty suitcases and a school term looming, Zayed International Airport has something a little different waiting at arrivals. Etihad Airways, Abu Dhabi Airports and the Culture Sector of the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) have teamed up on a campaign called “Welcome Back to Abu Dhabi,” and it’s less about duty-free and more about getting you excited to explore your own city again.
Touching Down With A Cultural Boarding Pass Waiting For You
The idea is simple: instead of the holiday high fading the moment you land, the campaign tries to stretch it a little further, as per Gulf News. Families walking through arrivals will spot a dedicated welcome-back activation built for both kids and parents, complete with specially designed cultural boarding passes. Think of them as a second ticket, this one pointing you towards museums, heritage trails and events happening across the emirate rather than a departure gate.
A QR Code That Actually Leads Somewhere Useful
Scattered through the activation is a QR-code journey that unlocks curated family itineraries, museum highlights and a running list of cultural events across Abu Dhabi. It’s a nice touch for parents who’ve spent the summer googling “things to do near me” in three different countries and now have to do the same thing at home. Kids aren’t left out either! Young travellers get a giveaway item tied to the campaign, designed as a keepsake that links their arrival home to the experiences waiting for them across the city.
The bigger draw is the Saadiyat Cultural District. As part of the campaign, children and senior citizens get free access to a selection of museums there, along with educational guides covering Abu Dhabi’s historic and cultural sites. It’s genuinely useful if you’re trying to fill the last free weekends before school starts without repeating the same beach day for the fourth time.
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Why It’s Landing Right Now
The timing isn’t an accident. This campaign rolls out specifically as families return for the back-to-school rush, and it’s part of a wider, ongoing programme the three organisations run around key moments on the UAE calendar, built to nudge residents and visitors alike toward Abu Dhabi’s cultural offerings rather than just its beaches and malls. It runs through the back-to-school season, with the QR code staying live as the main gateway to all the family offers on the table.
For families who’ve just spent a fortune on a summer holiday abroad, it’s a fairly painless way to turn the last stretch before term starts into something worth doing, without booking another flight.
Cover Image Courtesy: Etihad Airways/Website
FAQs
Where is the campaign taking place?
At Zayed International Airport (AUH) in Abu Dhabi, as part of the arrivals experience for families returning from summer travel.
Do children get free museum entry?
Yes, children and senior citizens get free access to a selection of museums across the Saadiyat Cultural District as part of the campaign.
How do I access the itineraries and offers?
Through a QR code available at the airport activation, which unlocks curated family itineraries, museum highlights and cultural events across Abu Dhabi.